Mother has won Typhoo’s &£8m above-the-line creative account after a four-way pitch.
The agency beat TBWA GGT Simons Palmer, St Luke’s and incumbent Delaney Lund Knox Warren.
The review followed Andrew Baker’s return to Hillsdown Holdings as Premier Brands divisional marketing director. Typhoo tea and Horizon Biscuits recently merged under the Premier banner.
Baker worked for Hillsdown as Premier overseas marketing manager before leaving to run his own company prior to Hillsdown’s acquisition by US venture capitalist Hicks Muse Tate & Furst in July.
Baker says Typhoo will be backed by “a lot more above-the-line advertising” during 2000 to increase the brand’s market share. He plans to increase above-the-line spend from &£5m to &£8m.
William Murray has replaced Twenty 20 CBH on the through- and below-the-line account, which has been increased from &£5m to &£10m.
Premier, an official supplier of the Millennium Dome, has unveiled a Typhoo cafe at the site, branded t.fresh. If successful, there are plans to roll out the t.fresh concept in the high street.